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Brian Wong on the new definition of real-time marketing

Brian Wong on the new definition of real-time marketing Brian Wong

Real-time needs addressing

Does your marketing strategy center around addressing a consumer's needs, or on clicks and impressions? If you're more concerned with simply getting the "blueprint" of real-time marketing right, you may end up spinning your wheels. Marketers know that communicating with people in real time is key, and consumers have come to expect it. Thanks in large part to social media, the standards for brand communication are much higher, the world moves much more quickly, and we're a lot more social than ever before. However, many marketers are obsessed with communicating to consumers with only some kind of vague marketing message when consumers reach out, not filling a meaningful desire that the consumer might have.

Addressing real-time needs is a concept centered on not just marketing in real time, but fulfilling consumers' needs at the moment they desire something. This can be done in a variety of ways, but the most impactful one is on mobile. People launch apps based on a need they're trying to fill. Whether it be to find a restaurant, to be entertained, or to coordinate transportation, most every app in the market is built around fulfilling a specific need for a user. Marketers need to craft strategies that can slip in at the right moment -- when their target audience needs something -- and sell a product that will make life easier.

Brian Wong is the founder and CEO of Kiip, a mobile app integration that allows brands to offer rewards to consumers for virtual accomplishments. He speaks to iMedia's David Zaleski about the genesis of Kiip, and why finding ways to use tactics to fill needs is a powerful way to boost awareness and engagement for brands.

Apps as allies, not enemies

A lot of marketers see apps as a threat. In some cases they can be. Apps that dabble in your wheelhouse can create real competitive issues (e.g., Uber vs. taxi companies). However, most apps are unique in the way they address a user's needs. Yelp, for example, poses no threat to brands (unless your brand stinks) and can actually be a helpful location-based marketing tool. Because apps are addressing the niche needs of consumers on a daily basis, marketers have a huge opportunity to communicate with specific segments of their audience at a time when brands can really make a difference. Brands need to seize the partnership opportunities presented by the ecosystem of need-addressing apps in the marketplace. It's a great way to start to become an asset for consumers instead of an interruption.

Brian Wong ends our conversation by explaining why "needs addressing" is the vital next step brands must take when it comes to real-time marketing, as well as key tips for getting started.

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Check out Brian Wong's full presentation on how to leverage moments on the mobile home screen.

Article written by senior media producer David Zaleski.

"Close up of a silver trophy prize with an ornate lid and handles " via Shutterstock.

Brian Wong is the co-founder and CEO of Kiip (pronounced "keep"), a mobile monetization network. Backed by Relay Ventures, Interpublic Group, Hummer Winblad, True Ventures, Digital Garage, Amex, and others, the company has raised $15.4 million in...

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